Social Media Strategy Dunkin

Dunkin Donuts

TABLES OF CONTENTS1. Executive Summary, February 20162. Social Media Audit

a. Social Media Assessmentb. Traffic Sources Assessmentc. Customer Demographics Assessmentd. Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results

EXECUTIVE SUMMARYDunkin Donuts social media priorities for 2016 is to focus on gaining a wider audience on our social media profiles.

The primary focus will be to support revenue goals by encouraging our followers and loyal customers to engage with our website and social media by sharing relevant, valuable content in order to strengthen and build relationships with our customers as well as create new ones.

Two major social strategies will support this objective:1. A plan to publish more valuable content in effort to keep our customers and

obtain new ones.2. Engage customers by sparking conversations about and asking for feedback on

what we could improve on. We want to show our customers they matter.

SOCIAL MEDIA AUDITThe following is an audit of Dunkin Donuts social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

Social Media AssessmentData as of February 21, 2016

Social Network

URL Follower Count

Average Weekly Activity

Average EngagementRate#interactions/reach

Twitter twitter.com/DunkinDonuts

1,050,000 20 posts/week 53.1%

Facebook facebook.com/DunkinDonutsUS/

13,337,654 7 posts/week 24.6%

Instagram instagram.com/dunkindonuts/

735,000 9 posts/week 39.7%

Currently, Dunkin Donuts is most active on Instagram while having more followers on otherSocial profiles. Increasing engagement on the other sites is recommended.

Website Traffic Sources AssessmentTimeframe: Monthly Average

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 524,000 11% 6.1%

Facebook 301,000 6% 4.2%

Instagram 774,000 28% 7.6%

Traffic Summary:Currently, Instagram drives the most traffic out of all social networks.

Audience Demographics Assessment

Age Distribution

GenderDistribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

46% 18-‐30 53%Female 53% Female 40% Instagram

Quick and Savory breakfastmeals

Tea has become very popular

44% 31-‐40 47% Male 47% Male 20% Facebook

Delicious hot or cold coffee

Ice-‐cream for our locations that have Baskin Robbins

5% 41-‐55 30% Facebook

20% Twitter

5% 56-‐80 50% Instagram

35% Twitter

Audience Demographics Summary: Majority of our respondents are between the ageOf 18-‐30, while the age group 31-‐40 comes in at a close second. Most of our customersengage with us through Twitter and Instagram. Although we have the most likes on Facebook, we should encourage more interaction through that social profile.

Competitor AssessmentCompetitor Name Social Media Profile Company Strengths Company

Weaknesses

Starbucks Instagram:Starbucks

Frequent postings, frequent use of hashtags, unique pictures, include links

Mainly posts pictures which aren’t always as entertaining as videos

McDonald’s McDonald’s Very reliable and stable customers,variety of food being advertised

Not known primarily for coffeeadvertising

Competitor Assessment Summary: Starbucks is more of a threat than Mcdonald’s. although both utilize different hashtags to maximize users and brand mentions theyboth lack unique personalized images on social media profiles. McDonald’s is not tailored to the same audience and promote a variety of items, not coffee. Starbucks needs improvement on personalized, creative media.

SOCIAL MEDIA OBJECTIVESIn 2016, the primary focus will be to support revenue goals by encouraging our followers and loyal customers to engage with our website and social media by sharing relevant, valuable content in order to strengthen and build relationships with our customers as well as create new ones.

Some specific objectives include:1. Increase unique visitors from social properties to social media profiles by

25% in 6 months via:a. Increased brand awareness through increased mentions on all social

platformsb. Increased use of brand hashtags across all social platforms

2. Increase Facebook Activity by 2-‐3 more posts per week3. Increase Instagram followers by 2,500 in 6 months.

KPIs1. Number of unique visitors from Facebook, Twitter, and Instagram2. Number of Instagram followers3. Number of weekly photo and Video posts to Facebook and Instagram4. Sentiment analysis

Key Messages• America Runs On Dunkin

ONLINE BRAND PERSONA AND VOICEAdjectives that describe our brand:• Creative• Bold• Lively• Passionate

When interacting with customers we are:• Encouraging• Energetic• Helpful

STRATEGIES AND TOOLS

Paid:Every Friday boost most popular Facebook posts for the weekend. The post must have a minimum organic reach of 80, as well as a minimum of 6 likes or 4 comments

Owned:Introduce our unique hashtag #AmericanRunsOnDunkin. Encourage our followers to use this hashtag whenever they take a picture or share dunkindonuts.

Earned: Monitor hashtags and keywords such as: Dunkin, #AmericaRunsOnDunkin, Dunkin Donuts on Facebook, Instagram, and TwitterOffer exclusive promotions to those with a Dunkin Donuts perks cards to encourage more customers to get a card

Tools

Approved Tools• Hootsuite• TweetDeck

Rejected Tools• N/A

Existing Subscriptions/License• Vimeo• Photoshop• Adobe

TIMING AND KEY DATESHoliday Dates Internal Events• Valentines Day August 24 – Dunkin Donuts Event• Christmas• Halloween• Thanksgiving Reporting Dates• 4th of July Reporting will occur once a quarter

in November

SOCIAL MEDIA POLICY

Marketing Director Jim Scott Supporting Social Media Team MemberSocial Media Manager Karen Roe Devin LanceSocial Media Coordinator Dez Cooper

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

Social Media is deeply ingrained in our everday life. We use it to spread the mission of Dunkin Donuts and interact first hand customers and show them that they matter

• Be mindful• Be Respectful• Be helpful• Don’t defame the company• Ask before you tweet

CRITICAL RESPONSE PLAN

Scenario 1 – Inappropriate Tweet sent from @DunkinDonuts1. Take a screenshot 2. Delete Tweet3. Alert the social media manager. If unavailable alert marketing director4. Discuss impact and reach5. Develop appropriate Action6. Sync with employee responsible for publishing tweet and decide if

disciplinaru action is required

Pre-‐Approved Messaging:NO PRE-‐APPROVED MESSAGINGMessaging will be dependanton the nature of tweet

Source Volume Precentageof Overall Traffic

Conversion Rate

Twitter 1200 unique visits + 12% growth

13% 1.8%

Facebook 2200 unique visits +10 growths

33% 2.7%

Instagram 240 unique visits +5 growth

2.4% 1.04%

Social Network URL Follower Count Average Weekly Activity

Engagement Rate

Twitter Twitter.com/dunkindonuts

6000 +11%growth

20 posts per week +13% increase

4%

Facebook Facebook.com/DunkinDonutsUS

6700 +21%growth


6%

Instagram Instagram.com/dunkindonuts

5600 +13% growth


Avg. interaction per post = 575

Proposed Action• Conintue #AmericaRunsOnDunkin• Consider another hashtag as well

• Between Novembr 2015 and February 2016 the hashtag ws mentioned 4000 times on Twitter and 4,500 times on Instagram

Qualitative KPIsSentiment AnalysisAn analysis of the interactions on 120 Facebook posts, 120 Instagram posts and 120 tweets revealed the following:• An overwhelming amount of satisfied customers. This includes geo-‐tags,

shout-‐outs, and recommendations to their own followers

Tools

Social Media Strategy Dunkin

Marketing

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